How Increase Traffic by +26.5% Traffic and Downloads by +15.5% on Google Play Using CSL: A Nicegram Case Study

Promotion Goal

Increase traffic on Google Play — page visits and app downloads.

Work strategy

Our strategy was based on two key insights:

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• Brand-driven traffic: A significant portion of traffic comes from brand-related search terms—40% for Nicegram and 37% for the competitor's brand, Telegram.
• Dynamic visual updates: The app’s visual assets are regularly updated in line with current ASO best practices to maintain relevance and appeal.

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With these insights in mind, we developed a step-by-step strategy focused on testing hypotheses and refining the app’s existing strengths.

1. Custom Store Listing settings.
2. Graph analysis and hypothesis development.
3. Creating a new design.

Step 1. Custom Store Listing Settings

Since more than a third of search traffic comes from a competitor's brand, the RadASO team decided to implement a Custom Store Listing (CSL) on Google Play — targeting the branded keyword telegram. This approach allowed us to present a tailored version of the app’s store page specifically to users searching for the competitor—capturing the attention of those who may have been open to exploring an alternative.

Together with our partner, we chose two priority regions for the CSL launch:

• India — the leading country for Nicegram installs;
• United States — the world's largest market.

Step 2. Graph Analysis and Hypothesis Development

Next, we compared Nicegram's original design with the graphics of Telegram, its main competitor and primary source of brand-driven traffic.

Based on our analysis, we adopted Telegram's color palette and style, reflecting Nicegram’s foundation on it. This resulted in increased brand recognition and audience engagement.

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We also updated the title from “Nicegram: Secure AI Messenger” to “Nicegram: Unlimited Telegram,” highlighting the app’s key advantage — offering expanded capabilities beyond the original messenger.

Step 3. Creating a New Design

For Custom Store Listing, we developed a new visual concept tailored specifically to users familiar with Telegram.

1. The icon is designed in a recognizable style that visually resembles Telegram.
2. The first screenshot reinforces this connection, highlighting the relationship between the two products.
3. Subsequent screenshots showcase Nicegram’s unique features and advanced functionality.

‍Discover how graphics optimization led to a +16% CR in the App Store and +5.5% in Google Play — read more in the Shkaf case study.

CSL Launch Results

First, we launched a custom page for 50% of the audience to test the new graphics’ effectiveness without risking the main traffic.

After launch, we analyzed the key metrics:

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• Store Listing Visitors — the number of users who visited the page;
• Store Listing Acquisitions — the number of app installs.

Results:

• The CSL consistently outperformed the original page in terms of visits.
• Downloads also surpassed those of the main version.
• Separate filtering by the keyword “Telegram” revealed growth in both visits and installs.

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In numerical terms, we saw a 26.5% increase in visits and a 15.5% increase in downloads.

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Scaling and Development

After the custom page demonstrated steady growth in visits and installs, the RadASO team, in agreement with its partner, rolled out the CSL to the entire audience. This phased approach minimized risks: first testing the hypothesis, then scaling the proven solution.

The work did not stop there. Nicegram continues to evolve, regularly introducing new features, while competitors also intensify their efforts. To stay ahead and respond swiftly to changes, we conduct ongoing performance analysis and deliver relevant CSL updates every few months.